H&M celebrated its return to SoHo on February 7 with an evening unveiling its spring Studio collection, available on February 29.
Earlier this week, the brand announced the opening of its new location at 591 Broadway, which features a store-within-a-store filled with curated pre-owned pieces (a first for H&M in North America). To kick off the launch, the retailer brought in DJs Amrit and Mia Moretti, as well as an in-store runway show and champagne-carrying waiters (who themselves appeared to be H&M models). Crowds gathered around notable guests including Hunter Schafer, Amelia Gray, Alex Consani, Quannah ChasingHorse and Aaron Rose Philip.
What's also notable is the amount of space: From the outside, the nearly 10,000-square-foot store matches the aesthetic of the neighborhood's renowned art galleries. But inside, each corner feels like its own entity: At the entrance, guests in cowboy hats took well-lit photos in the mirrors, while deeper, others drank and mingled in a section with red lighting and rock installations painted red. .
Making the rounds, Iris Law wore a soft sage tailored two-piece suit from the collection, complete with a white tank top underneath. “It’s one of my favorites from the collection because I love the color and the material,” she says. NYLON, adding that the leather trench coat also caught her eye. “It’s a bit vintage.” Comfort was another consideration for the model, who said she likes to wear loose-fitting suit pants “so that on the outside I look smart, but on the inside I'm wearing pajamas.” Fortunately, there are plenty more chic and easy choices in the new '70s-style collection for Law to choose from while she's in town for Fashion Week, during which she says she plans to see some friends, to go to the Cindy Sherman exhibit and enjoy. some American snacks. (The law is in some way a snack connoisseur – right now she likes yogurt balls, coconut desserts and Trader Joe's vanilla cake.)